Optimising UX has the potential to raise conversion rates by as much as 400%!
In this article, we give you a simple explanation of what UX is and how we design it for your digital success.
What is UX?
UX is the full experience a user has when interacting online with a company, its products and services. It encompasses everything from usability over functionality to design.
Measured by feelings and emotions towards a digital platform, a good UX design aims at creating a positive impact on users. If the UX is convincing, it creates a strong customer relationship that leads to higher brand satisfaction and loyalty.
Thus, observing user interactions with your digital platforms is crucial for improving UX. The role of a UX designer is to research user behaviour and apply principles such as empathy, psychology and gamification to optimise how users experience your technology.
Example of a strong UX.
Now that you have a better understanding of what UX is, let’s take a look at an example of good UX in practice.
For this example, we have used MailChimp. If you’re unfamiliar with this online platform, MailChimp is one of the leaders in marketing automation and email marketing services.
Over the years, the company observed that MailChimp users are anxious about scheduling email campaigns. Sending emails to thousands of contacts can be a daunting and nervous process. “Have we checked everything?” “Is it all linking correctly?” “Is the list correct?” “Will my email be sent at the right time?”
They were able to reduce that level of anxiety by humanising the email scheduling process. A simple but beautiful approach that increased their sales.
Using their character Freddie, they give users encouragements throughout the sending process. Freddie’s hand is illustrated with a little message through each step addressing the worries a user may have. See below illustrations.
By humanising the steps, this method relinquishes the anxiety factor and encourages the user to continue sending emails. Which is what their product is all about!
How did the Mailchimp team achieve this? In this next section, we unveil how UX designers come up with solutions like this to create a positive impact on end-users.
The UX methodology.
The essence of UX design is to understand users. What are their pain points? What are their needs? How do they interact with a program or an application?
It’s a very similar approach to the research you conduct when improving your physical products and service delivery. It’s a continuous improvement process that requires monitoring and frequent reviews to adapt to market evolutions and behavioural changes.
The methodology employed by UX Designers is always the same. It starts with research to get an understanding of the context of use. From there, user requirements are specified. Then, design solutions are determined to address each user requirement. Finally, once the design has been implemented, testing and continuous improvement are actioned.
Implementing UX monitoring tools such as Hotjar or AppDynamics and by conducting A/B Testing and seeking direct feedback from users, UX Designers are able to collect key insights on how their design solutions perform.
This information allows them to gain the optimal result required for the product and user.
When visitors come to your website, you only have seconds to convince them that they are in the right place for what they need. Understanding that UX design is key for retaining and converting visitors to your web platforms will certainly go a long way for your business growth.
If you would like to get more information about UX design or discuss your UX requirements, contact us today.
We are dedicated to your success.
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